Barburrito said virtual brands were “one way restaurants can make better use of existing kitchens, reduce waste and respond to customer demand”.
In a statement, it said the model “is not exclusive to large chains and many independent operators are equally able to create virtual brands on delivery platforms”.
Coyote Ugly said: “The problem isn’t competition, but whether businesses can remain viable at all.
“Ultimately, this is about keeping doors open, protecting jobs, and giving hospitality a fighting chance to thrive.”
Peter Backman of theDelivery.World said big chain restaurants created ghost restaurants “for extra revenue, they’ve got the capacity – why not?”
He said he was unsure if customers cared, but if they “really believe they’re supporting their local business, it’s deceiving”.
“But if the consumer is just saying, ‘oh, I want some wings’, what the hell does it matter?”
He said he always favoured transparency and thought delivery apps having a page for independent businesses was a good idea, but questioned the practicality.
Frankie & Benny’s, TGI Fridays, Pizza Hut and Las Iguanas have been asked to comment.